Behind every successful marketing strategy is the smart use of psychology. Marketers aim to get inside the minds of potential customers to figure out the best way to encourage them to buy and support your brand. One of the most powerful ways to get people to notice your brand and become invested in it is by using the power of reciprocity.
So, what is reciprocity? In his book Influence: The Psychology of Persuasion, Dr. Robert B. Cialdini outlines six principles of persuasion: reciprocity, commitment, social proof, authority, liking, and scarcity. These principles use psychological triggers that help drive sales and influence customers.
The first principle, reciprocity, means that we’re naturally inclined to return favors and repay debts. We feel a sense of obligation to give back to someone or a business that has given us something valuable. For example, when a current or potential customer receives a simple branded gift, they appreciate the gesture and are more likely to buy something from you in return.
Marketers see reciprocity as a powerful tool for building a business’s client base. It helps create stronger, deeper, and longer-lasting relationships with customers and clients. That’s one reason why businesses give out useful corporate gifts at trade shows and marketing events. Not only do they want you to remember their brand when you use their free umbrella or tote bag, but they also hope to encourage you to make a purchase as a way of saying thanks.
Giveaways aren’t the only way to inspire customers to reciprocate. Great service can also motivate people to give back. In restaurants, a common example of reciprocity is offering diners a free appetizer or a pitcher of water when they sit down. This simple gesture makes customers feel valued and cared for. Their positive experience might lead them to leave a generous tip, become regulars, or even write a glowing review online.
Here are some tips to help you unlock the power of reciprocity even more effectively:
Make customers feel special. Make your offer feel personal. You can do this by giving a gift or benefit that’s relevant to them, or by tailoring an offer to suit their needs. Personalizing your gift or offer can make a huge difference.
Give gifts that add value to your customers’ lives. Choose something that benefits them in their daily routine, like a branded t-shirt, branded tote bag, or even hand towels with an embroidered logo.
Give customers different ways to reciprocate. If you’ve influenced a customer to buy from you, offer them several options. They might not be interested in your featured product, so try suggesting something else they might like. By giving them choices, you increase the chances they’ll make a purchase.
Be the first to give. Take the initiative and show your appreciation by giving your customers something for free. Don’t wait for them to ask about giveaways. Don’t hesitate to reach out first. Giving without being asked usually leads to a more genuine response.
Keep the reciprocation going. Once a customer has returned your gesture by buying your products or using your services, keep building that relationship. Offer them a loyalty card or a special deal every time they visit your store. Don’t stop once you’ve made the sale—keep the connection alive.